Joachim Sas to lead luxury brands import for Louyet Group

Joachim Sas will lead the import of luxury brands like Automobili Pininfarina, McLaren, and Rolls-Royce as COO for the Belux market.

Until last month, Jochim Sas was General Manager for Mini at BMW Group Belux, where he left to pursue other career opportunities and was succeeded by Gabriel Goffoy, returning to BMW after his job as communications director at sector federation Febiac.

When BMW and Mini dealer Ginion Group left all its dealerships to Louyet Group last year, the import of the super-luxury or super-sporty brands like Rolls-Royce, McLaren, and Automobili Pininfarina moved with it.

Today, we know who will lead this part of the business inside the still-growing Louyet Group, where Sas becomes an executive committee member.

“Thanks to Joachim’s experience in the car sector and his vision on things, we will be able to develop our import structure further,” says Laurent Louyet, CEO of the Louyet Group. “With his arrival, we can fully prepare ourselves for moving our luxury brands to the new premises in Waterloo later this year.”


BMW and Mini are working on the energy transition, and the three luxury brands in the group have an electrified future.

Automobili Pininfarina is solely developing and producing electric high-performance cars. McLaren has just launched its first hybrid sports car, the Artura, which has already arrived in Belgium for the first clients. Soon the fully electric Rolls-Royce Spectre will also be coming on the Belux market.

“I’m looking forward to being able to represent in our Belux market these brands together with a dedicated existing team,” says Joachim Sas. “Those who know me know my enormous passion for the car sector, my working environment since 2011.”

“I will try to translate this passion into how we will do business. Our clients expect only the best from us; we will express this with the services and experiences we offer them,” he adds.

Louyet Group

The Louyet Group has been expanding fiercely these latest years. Apart from importing the three special brands referred to here, the group now also consists of BMW dealerships in Brussels, Charleroi, La Louvière, Mons, Sambreville, Sint-Pieters-Leeuw, Overijse, Waterloo, and Waver, with more than half of them also representing Mini.

There are also BMW Motorrad stores in Brussels, Marcinelle, and Waterloo; Louyet Zero Motorcycles in Brussels, Black and Bike in Mons and Loverval, and Louyet Rent.


Ready to join the conversation?

You must be an active subscriber to leave a comment.

Subscribe Today

You Might Also Like

%d bloggers like this: